Lucy’s the head of talent at Gleam Futures – the UK’s largest agency for online stars.

“They’ve been in their bedroom [vlogging] and need a bit of coaching,” she explains. “That investment is necessary.”

Recently there’s been an increase in traditional media booking online stars: Zoe Sugg (Joe’s sister) took part in The Great British Bake Off for Comic Relief and Trisha Paytas appeared on Celebrity Big Brother.